According to a recent LinkedIn post from Insider, the company’s Outside Insider series recently featured a conversation between Business Insider’s Anthony DeMaio and Megan Goett, SVP and CMO at Cboe Global Markets. The discussion, as described in the post, focused on Goett’s career path and on strategic themes in B2B marketing for financial services.
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The post highlights several trends, including education-first marketing for younger and newer investors and the emphasis on content quality and distribution over vanity metrics. It also suggests that in-person events are regaining prominence as relationship-building tools and that marketing strategies which provide ideas, insights, and a clear point of view may be better positioned.
For investors, the content points to Insider’s efforts to position itself as a thought leader and partner for financial institutions seeking sophisticated marketing and audience-education strategies. This positioning could support revenue opportunities in branded content, events, and marketing solutions targeted at capital markets clients.
The focus on demystifying complex products such as options, illustrated by the reference to Cboe’s “Life is Better with Options” campaign, underscores ongoing demand for educational content in retail and institutional investing. If Insider continues to develop programming around these themes, it may enhance its appeal to advertisers in financial services, potentially strengthening its competitive stance in business media.